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New Midscale Lifestyle Brand by Emaar

Emaar Hospitality Group announced the launch of a new lifestyle brand that will operate in the mid-market segment. The brand is called Rove Hotels, and the hotelier plans to add as many as 10 hotels in most popular locations in Dubai and surroundings by 2020. To make that goal come to reality, Emaar will partner with Meraas Holding. That Dubai-headquartered developer will help Emaar create modern hotels that will be popular with tech-savvy international travellers.

The first hotel operating under the new brand will be Rove Za’abeel. The property will be located opposite the Dubai Mall. The new hotel will have 14 floors and 420 guestrooms. The hotel is currently under development and is set to open in 2015. The hotelier will then open five more hotels, the location of which is already known. These will be hotels in Al Jafiliya, Al Wasl, Dubai Marina, Oud Metha, and Port Saeed.

The launch of the new hotel brand comes in line with the goal of the Dubai Tourism Organization to welcome over 20 million visitors every year by 2020. Rove hotels will be located in central parts of popular tourist destinations. The hotel chain will participate in preparation for the World Expo 2020 too. A typical room in Rove hotels is 26 square meter large, and has modern mattresses and bathrooms. Almost half of hotel rooms will have interconnection, making them a wonderful choice for guests with children. Typical Rove hotels will feature 24h gym, 24h self-service laundromats, swimming pool, 24h convenience store with fresh local food, self-check-in and out, and e-concierge.